Barbara Bastos Gomes


Over seven years of solid marketing experience, including international experience. Highly qualified in Consumer Marketing, specifically branding, planning and research. Experience with out of the box tools and new ways of marketing , like retail media, product innovation platforms, new consumer behaviour studies and brand building models. Some competence marks: strong drive, analytical mind and natural ability for branding and communication. Ability to work with global interfaces. ________________________________________

Work History

Work History

Retail Implementation Assistant

Shell Brasil S.A.

Managed implementation of a new retail outlet for Shell (gas station + Convenience-Store) - Pricing, suppliers, procurement, recruiting, training, people management, standard procedures implementations for franchise, automation systems, negotiation skills.

Mar 2008 - Jun 2008

Account Director

Brandbeat - Branding Agency
Nov 2006 - Jan 2008

Senior Marketing Consultant

British American Tobacco

British American Tobacco Headquarters, London - UK – Dunhill International Brand Group:

Brand Migration Strategy & Planning, Portfolio Strategy, Brand Positioning, Communication Strategy, Brand Platform & Communication Marketing Mix (including markets with high levels of communication restrictions), Research Planning

  • Planning and Project Management consultancy in 4 different brand migration projects in Saudi Arabia, Bangladesh, Brazil and Nigeria.
Nov 2004 - Apr 2006

Brand Manager for Kent

British American Tobacco

Brand Manager for Kent Brand: Brand Positioning & Copy Strategy, Brand Platform & Communication Marketing Mix, Product & Product Innovation Management, Supply Chain Interface, Brand Financials, Global Interfaces, Seeding Strategy Knowledge and Dark Market expertise (severe regulatory environment to communicate).

Aug 2003 - Oct 2004

Marketing Research & Insights Manager

British American Tobacco

Strategic Planning, External Environment, Research Planning, Consumer & Market Data Analysis & Interpretation, Brand Diagnosis & Monitoring, Brand Planning Consultancy, Suppliers Management.

  • Managed research and information planning for the Hollywood Brand.This included development and launch of a New Communication Platform “Tobaccos of the World”, which resulted in a 3% market share increase after 1,5 years.
Mar 2002 - Jul 2003

Brand Executive Manager

British American Tobacco

Marketing Mix development, tactical plans, commercial activities, brand scenario analysis, endomarketing, sales & trade campaigns, implementation plans, understanding & application of new communication concepts in a very strong regulatory scenario (POP communication knowledge).

  • Built promotional plans and developed new enablers, interfaces & processes when the Promotion & Events department was created in BAT-Brazil.
  • Managed Speed to Market Projects in Value for Money Segment, in response to competitor movements in the South of Brazil: New variant launch for Ritz Brand, Derby (Brazilian cigarette market leading brand) Price Repositioning, Hilton Brand re-launch & price repositioning.
Mar 2001 - Feb 2002

Marketing Research Coordinator

British American Tobacco

Consumer Metrics Development, Consumer Research, Consumer Data Analysis, Portfolio analysis, Brand Research Planning, Management of continuous & ad-hoc studies.

  • Developed new research concepts, new metrics (consumer loyalty funnel) and new analysis models.
  • Managed and implemented new research and analysis tools.
Jul 2000 - Feb 2001

Territorial Sales Manager

British American Tobacco

Managed Trade Marketing & Distribution Operations

Jan 2000 - Jun 2000

Management Trainee of BAT Global Programme

British American Tobacco



Horsley Court & The Leadership Trust